The froyo renaissance: How customization and personalization are shaping Gen Z's food choices

This blog was written by Gaeun Woo, intern at Pion.

In 60 seconds: 

• Froyo calories don’t exist to Gen Z: it’s a healthy, customizable snack that’s appealing to this wellness-conscious generation 
• Gen Z are craving physical spaces where they can get unique and immersive experiences.
• For food and drink brands, the experience is just as important as the product. 

Food and drink trends come and go. We’ve seen green powders take over TikTok, the Aperol Spritz craze, and the annual return of the Pumpkin Spiced Latte. But there’s one food craze that’s starting to creep its way back in… 

Do you remember the froyo mania from the early 2010s? When every mall seemed to have a frozen yogurt shop, and choosing your toppings felt like a major life decision? Well, froyo is back—but this time, Gen Z is leading the way.

Frozen yogurt has become a popular treat among these trendsetters, and it’s not all about the low-calorie count…

In this blog, we look at why frozen yogurt has found new life in a generation that craves both health-conscious choices and visually appealing experiences, as well as exploring how brands can capitalize on this trend. 

The froyo renaissance: Why Gen Z is obsessed

The health and fitness industry is booming, so it’s no real surprise that froyo is back. In the ongoing froyo vs icecream debate, it’s frozen yogurt that provides the ideal balance for Gen Z’s desire to indulge without feeling guilty. It contains fewer calories than traditional ice cream, making it a popular choice for individuals looking to maintain a healthy lifestyle while enjoying a delicious treat. 

However, there is more to this rebirth than nutrition.

Here’s why frozen yogurt hits the sweet spot for Gen Z:

1. Customizable everything

If there’s one thing Gen Z values, it’s customization. Building your froyo allows you to play Food Architect thanks to the limitless selection of toppings, ranging from fruits and granola for the health-conscious to candies and sprinkles.This freedom of choice nicely complements Gen Z’s desire for customization in all they consume (both literally and digitally).

2. Instagram-worthy creations

Half the fun of eating froyo is creating an aesthetically beautiful creation. Bright colors, artful dripping, and piled-high toppings make for the ideal #foodie moment. Froyo shops have caught on, decorating their stores with neon signs, interesting decor, and beautiful bowls, transforming a simple snack into an Instagram moment.

Insta eats first, people.

3. Healthy indulgence, no compromise

Gen Z values balance; they want to enjoy their meals without feeling guilty about it. Frozen yogurt meets the criteria for a ‘healthier’ dessert that’s high in probiotics and low in fat. 

The ‘Heal your gut’ movement has amassed 138 million posts on TikTok, and #GutTok is one of the fastest growing communities for Gen Z; froyo is the treat that says “I’m doing something good for my gut” while remaining indulgent.

Want to know more about Gen Z’s relationship with the health and wellness industry? Check out our Pion Predicts report now. 

Froyo shops: Catering to the Gen Z experience

It’s fair to say that Gen Z moves pretty confidently in the online world, but that doesn’t mean the IRL world is going anywhere anytime soon. After all, it’s these physical spaces where Gen Z can get those unique, immersive experiences that they crave. 

And that’s where froyo comes in… 

Froyo shops are meeting the shifting expectations of Gen Z. It’s no longer simply about selling dessert; it’s about providing an experience.

From self-serve stations to quirky, themed interiors, frozen yogurt shops are changing into locations where Gen Z may not only buy a treat but also take a selfie, catch up with friends, or even study. Some stores are even collaborating with local artists to showcase their work, enhancing the distinctive, community-driven atmosphere that Gen Z appreciates.

So what?

Understanding why frozen yogurt has regained appeal among Gen Z provides valuable insight into how this generation perceives food. Froyo’s popularity stems from more than just taste; it’s also about health-conscious choices, personalized experiences, and visual appeal.

By leveraging this, brands can customize their marketing strategy to better connect with Gen Z. 

Whether you work in the dessert industry or not, there’s a takeaway here: the experience is just as important as the product. 

How can brands tap into this trend?

1. Provide customizable, health-conscious options

Gen Z wants to control what they eat. Giving customers the ability to customize their orders, as well as offering healthier options, will increase the appeal of your product. 

2. Make it Instagrammable

The phrase ‘we eat with our eyes first’ has never been more appropriate. Creating visually appealing products and in-store experiences that are ready for social media sharing will help your business generate organic traction.

3. Leverage influencers and UGC

Partnering with micro-influencers (something we can help with…)and taking advantage of user-generated content (UGC) are excellent ways to generate buzz. Gen Z values genuine people and recommendations, so making your brand feel like a part of their environment (rather than just attempting to sell to them) can have a significant influence. 

Frozen yogurt is back, and it’s not just a fleeting fad. It reflects what Gen Z values most: a combination of health, individuality, and enjoyment. Take heed, and you may just be the inspiration behind the next great fad…

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Want to know more about the rise of experiential marketing and how you can get involved? Get in touch to learn more. 

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Gaeun Woo was born in South Korea. She moved to Shanghai, China, at the age of 14 and graduated from the British International School. She is a student at Yonsei University in Seoul, Korea studying Cultural Media. She went to Michigan State University as an exchange student in April. In her spare time, she loves listening to music and watching a movie. She is currently into watching musicals in London.

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